How Brands Use Influencer Marketing

 

Paige Watts BTS

A common strategy marketers use to build attraction to their brand, is to build relationships with online influencers throughout the social media platforms (E.g. TikTok, Instagram, twitter, etc) ideally with a high following and strong influence.

Essentially, smart marketers collaborate with influencers who are trusted figureheads who possess a loyal following within the same niche/community as the brand that's trying to gain more awareness for their goods or services. 

But why?

It's simple. If you upload an ad for your brand, viewers immediately catch on and know that it is promotional, they know you want them to buy your product. Influencers (the right ones) don't do that. They post the usual content that does relate to your ideal niche with their unique personality, but here's the catch... They just reference your brand, not "promote". They just bring it up organically, in the conversation to seem less promotional. Still promoting, but done naturally when conversing with the viewer in their content. Appearing more natural, and relatable to the consumer. 

High Risk, High Reward

Charlie Damelio, Will Smith, Bella Poarch

Because of this, having the right influencer to promote your brand will generate more attraction, trust, and loyalty. However, this is from the reputation of the influencer (they now represent your brand). Their reputation weighs heavy on yours, so if they get cancelled or post controversial content, this may affect your business and could change many perceptions people have on you. Or even worse, changing the definition of your brand without you even trying to, they have the power. It's crucial to choose wisely who to represent your brand, smart marketers don't just look for who has the highest following.

SEO Development 

Content that influencers post with your brand's mention or product can provide multiple mentions of keywords relevant to your brand. Providing backlinks to their page or post will increase traffic and overall better performance on organic search ranking. 

As said before it is highly risky working with specific influencers, but it is also highly rewarding that if a post goes viral, that then creates plenty of opportunities for new innovations moving forward for your business.